Given the current changes in the social, political, and economic environments in which health care is delivered, public health practitioners at all levels of government and in the private sector must run effective campaigns to change individual behavior, improve social and economic conditions, advance social policies, and compete successfully for public attention and resources. Marketing Public Health: Strategies to Promote Social Change, Second Edition is designed to help students and practitioners of public health understand basic marketing principles and strategically apply these principles in planning, implementing, and evaluating public health initiatives. Key Features: Only book on marketing tailored specifically for the public health environment. Written at a level appropriate for students new to marketing and/or public health; however, it covers many topics in greater depth making it relevant for current practitioners. Informed both by changes in the marketing environment and also by the latest thinking among marketing and social marketing researchers and practitioners. Emphasizes using marketing approaches for "upstream" changes in policy and legal, economic, and social environments as well as addressing the traditional "downstream" use of social marketing to help individuals change their own health behaviors. Includes all-new case studies, written by respected and well-known guest contributors from the front lines, that illustrate the principles and strategies in a way that makes it immediately apparent to the reader how the material can be used in modern, real-life public health campaigns. Uses many examples from areas of public health interest that have arisen only in the past few years (e.g., bioterrorism, SARS, West Nile virus). Thoroughly discusses current themes in marketing, such as branding; building relationships with audiences; ensuring audience self-interest; and process and outcome evaluation-all presented in detail from the standpoint of the public health practitioner. Presents a solid marketing approach, including well-developed sections on communications but also providing guidance on how to manage pricing, distribution, and development of product or service offerings. Includes worksheets, a suggested reading list, and, where appropriate, references to other books that cover selected topics in greater depth.
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The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketingdecision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.
Basic Marketing Research, 8e, International Edition is the best-selling introductory marketing research text because it is accessible to students while maintaining its level of coverage. Basic Marketing Research, International Edition provides a framework for the choices and decisions that must be made by managers - an important aspect of marketing research - because decisions made in one stage of the process have consequences for other stages. Managers and marketing researchers need to appreciate the interactions among the parts of the research process so they can have confidence in a particular research result. This edition provides readers with an overview of the information gathering function from the perspective of the researchers who gather the information and the marketing managers who use it.
This book is a grand probe into the dynamic and evolving nature of strategic marketing in the hospitality and tourism industry. Strategic dimensions of marketing are presented and Internet is treated as an important part of the strategic marketing iceberg to promote a hybrid marketing stance by incorporating traditional marketing techniques. Multiple components of marketing are identified to formulate a strategic online marketing model that is resilient and holds potential to adapt as contemporary environments change. This book is unique in that it proposes a broader treatment of online marketing initiatives by integrating its various dimensions and treating social media both as a cash cow and as a crucial investment tool within an integrated tourism system environment. Special insights are offered on sustainability perspectives/initiatives, contemporary social media marketing strategies, and growth of mobile systems. The distinct characteristics of this piece of scholarly work lie in its: 1) update of the most recent progress made in the field of strategic marketing with special emphasis on online marketing strategies, 2) presentation of a strategic online marketing model that embraces a holistic tourism systems approach, 3) offering global insights into the manner strategic on-line marketing perspectives are pursued by different tourism sectors, and 4) developing a smart marketing paradigm that integrates different tourism sectors to promote value chain offerings in a sustainable manner. Particularly, this book makes a unique contribution to existing literature by furthering the strategic online marketing model to embrace a smart systems perspective.
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